Brits Are Tired of Green Promises – They Want Businesses to Take Action

Nearly three-quarters of Brits believe businesses should be putting money towards protecting the planet, but more than half aren’t convinced by the green claims companies make.

It’s easy for brands to talk about saving the planet, but are they actually doing enough to make a difference?

According to new research from environmental organisation 1% for the Planet, Brits are growing increasingly frustrated with businesses that make big sustainability promises without showing what they’re doing to back them up.

A survey of 2,000 UK adults found that 74% believe businesses have a responsibility to financially support environmental causes, with younger generations particularly keen to see companies take more action.

And after a summer of scorching temperatures across the UK, it’s perhaps no surprise that environmental concerns are weighing more heavily on people’s minds.

More than half of those surveyed (52%) said the very hot weather had made them feel a greater sense of urgency about climate change. Among Gen Z, that figure jumped to 70%, while 63% of Millennials said they felt the same.

Younger Brits Want Businesses to Step Up

When it comes to protecting the planet, younger generations aren’t prepared to let businesses off the hook.

A whopping 84% of Gen Z and 82% of Millennials believe UK companies should be contributing financially to environmental initiatives.

And it turns out that even a relatively small contribution could make an enormous difference.

According to 1% for the Planet, if UK businesses donated just 1% of private sector turnover to environmental causes, it could generate around £55 billion a year.

But how much do Brits actually think businesses should be giving?

The most popular specified answer was between 3% and 5% of annual revenue, chosen by 22% of respondents. Another 20% felt that businesses should contribute between 1% and 2%.

Unsurprisingly, many believe the biggest companies should be leading the way.

More than half (54%) said large corporations and multinational businesses should take the greatest financial responsibility for environmental protection.

However, 30% felt every business should contribute the same percentage of its turnover, regardless of how big or small it is.

As for where that money should go, tackling climate change and cutting carbon emissions topped the list for 52% of respondents, closely followed by protecting and restoring nature at 49%.

Brits Aren’t Buying the Greenwashing

While people clearly want businesses to do their bit, there’s another problem: many simply don’t believe what companies are telling them.

The research found that 52% of Brits don’t trust the environmental and sustainability claims businesses make in their advertising and marketing.

With everything from fashion brands to household names promoting their eco-friendly credentials, it’s becoming harder for shoppers to know who’s genuinely making a difference and who’s simply jumping on the green bandwagon.

And it seems a catchy slogan or a recyclable-looking label isn’t enough to win people over anymore.

More than half of respondents (51%) said they’d be more likely to choose a business with independent environmental certification when comparing two similar products or services.

That figure climbed to 73% among Gen Z and 61% among Millennials, suggesting younger shoppers are especially interested in seeing proof behind the promises.

It’s Time for Action, Not Just Promises

For businesses hoping to win over environmentally conscious customers, the message is becoming increasingly clear: talking about sustainability is one thing, but showing real commitment is another.

Kate Williams, CEO of 1% for the Planet, said:

“People are feeling a growing sense of urgency to take action for the environment, and they expect businesses to shoulder their share of the responsibility.

“But simply making another green promise isn’t enough. Businesses need to demonstrate that their contribution is real. That’s why independent verification matters, and why making a clear, accountable commitment can be so powerful.”

With consumers increasingly questioning the claims they see on packaging, websites and adverts, businesses may need to work harder to earn their trust.

After all, when it comes to protecting the planet, Brits don’t just want to hear the right things. They want to see companies putting their money where their mouth is.